When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.

Brands can create more effective advertising by understanding the motivations behind people’s purchase decisions and how they have changed under COVID-19, according to exclusive new research from Decode.

In the face of the global pandemic, it might seem trivial to focus on marketing, but the world will prevail against coronavirus, and while it is clear that we won’t revert to how we were before, a new, new normal will emerge, says Ebiquity's Christian Polman.

Gen Z consumers – and Gen Alpha after them – are less likely to drink alcohol than previous generations, forcing an evolution in the alcoholic beverages category for both product development and marketing approach.

As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews Oliver Feldwick, Global Head of Innovation, The&Partnership, to discuss how brands can respond to the threat of recession and start to prepare for post-COVID-19 times.

Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.